Financial · Step 2 of 5
Price on the value you create, not the cost of making it.
Price is the single highest-leverage number in your business, and most founders underprice by defaulting to cost-plus. Start from the value you deliver, check it against your floor and your competitors, then build the tiers.
Saves time
Everything you've already worked out (competitor prices, your ICP, your costs, your model) is gathered on one panel, so you aren't digging back through notes.
Saves money
The calculator never lets the price drop below your cost floor, and it warns you when the return to your customer is too thin to sell.
Solid footing
The suggested price is plain arithmetic you can see and defend: value times share captured, capped by what the buyer can spend.
The 2 activities in this step
Each one hands its answer to the next, so you never start from a blank page.
Activity 1
Pricing Calculator
Find one defensible price.
The usual way
Copy a competitor's price, or add a margin to your costs and hope.
With ViableBrand
Pulls in your competitors' prices and their median, your ICP, your business model and your cost floor. You enter the value you create (hours saved, revenue gained, cost avoided) and pick a buyer type. The math shows its working, and an optional AI pass suggests inputs with a reason beside each one.
You walk away with: A suggested price, the ROI it gives your customer, and warnings if it is too thin.
Activity 2
Tier Builder
Turn one price into a ladder customers can climb.
The usual way
Guess at three tiers and split features by feel.
With ViableBrand
The lowest tier's minimum is worked out from your cost to serve, payment fees and a margin you set. Features are dealt into tiers from your Feature-Value Matrix scores using rules printed on the page.
You walk away with: A tier ladder, a blended monthly revenue per customer, and the break-even point at your mix.
What comes in
Competitor prices from Competition, your ICP and Feature-Value Matrix from Blueprint, your business model, and your cost floor from Costs.
What goes forward
Your blended revenue per customer feeds Unit Economics, the Revenue Forecaster, your pitch deck evidence and your go-to-market plan.
Set a price you can defend.
Your first Blue Ocean report is free, with no card needed. Every step of the journey, including this one, lives in the Founders Hub.
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